Touchland sold hand sanitizer as a beauty product.
A $10 scented mist went from Kickstarter to Sephora endcaps on organic social and licensed collabs. Church & Dwight bought it in 2025 for $700M plus an earn-out of up to $180M.
BLOOM10X did not work with Touchland. This breakdown uses public sources only, linked below.
- 2018Kickstarter launch; founders move to Miami
- 2021A small Sephora presence; Disney collab
- Jun 2023BLACKPINK collab sells out in 5 days
- 2024163 Sephora endcaps; revenue over $100M
- May 2025Church & Dwight deal: $700M plus earn-out
- Jun 20252,500 US retail outlets, incl. Ulta and Sephora
A $10 product with a 42% margin line.
What Church & Dwight paid for
The monthly scent loop
Five plays behind the growth.
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Move the product to the beauty aisle
Touchland priced its mist at $10 and sold it at Sephora and Ulta, beside skincare. Sephora saw it sell three times more than skincare brands in the same small space and added space each quarter, up to 163 endcaps (Entrepreneur, Nov 2024).
Copy this: sell your product where buyers shop for treats, and price it as an easy add-on there. Check the margin →
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Run a scent calendar, not a campaign calendar
Each month featured one of 16 scents, with a playlist, creator content and a co-branded giveaway. About 330 creators posted in July 2023, the TikTok account posted about two videos a day, and half of the 10-person team worked in marketing (Glossy, Aug 2023).
Copy this: give each month one product focus and point email, social and ads at it. Creative →
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Use collabs as cold-audience ads
The June 2023 BLACKPINK set sold out in five days with a 5,600-person waitlist and lifted site traffic about 250% year on year. The founder said ads with BLACKPINK were “way more efficient” on cold audiences than regular ads (Glossy). The site now carries Disney, Hello Kitty, Kuromi, Peanuts and Crocs sets.
Copy this: test one limited or partner creative to new audiences against your best evergreen ad, and read the cost per new customer. CAC calculator →
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Make the bottle collectible
On Nov 10, 2026 the special-edition page listed 40 products. 14 were cases, pouches or wristlets with no sanitizer in them, and gift sets ran from $28 to $97.20.
Copy this: sell an accessory that holds your consumable, so every refill fits something the buyer already owns. Raise AOV →
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One retailer and one country first
Touchland turned down a wider Sephora launch abroad to stay in the US (Entrepreneur). It reached 2,500 US stores by mid-2025 (TIME), and the buyer plans to take it into more countries (Church & Dwight).
Copy this: prove sales per store at one retailer before you pitch the next. Retention →
30 options and a 10% subscription.
- 1Reviews on top5,809 reviews, rated 4.9, above the product name.
- 2A $10 priceLow enough to add a second scent without thinking.
- 3Collabs before core12 special editions sit above the core scents, with Kuromi, Minnie, Mickey and Hello Kitty in the first row.
- 418 core optionsEach scent is its own product, with its own color.
- 5One-time is preselected$10, with free shipping from $40.
- 6A light subscriptionSave 10%, $9, every 1 to 3 months, with free shipping on subscription orders.
Our math on the buy box
Gifts and characters, launched in a batch.
“Kuromi™ x Touchland Set”
- Copy: “Meet the special edition featuring our new Cotton Candy Hand Sanitizer and collectible Kuromi™ Case.”
- A $20 set: one mist plus the character case.
- 4 of the first 50 active ads name Kuromi or Hello Kitty in the headline.
“Fall’s Must-Have Accessory”
- Copy: “The new way to wear Touchland is here. Meet the Jet Black Crocs x Touchland Hand Mist Case.”
- Running since Sep 2, 2026, two ads on the same creative.
- The case is $22 on the site; the mist inside is $10.
Special Edition
- 40 products: Disney, Hello Kitty and Kuromi, Peanuts and Crocs, plus seasonal scents.
- Seasonal mists are $12, like Cranberry Fizz and Salted Caramel.
- “Special Edition” sits in the top menu, right after Holiday and Shop All.
Active US ads on the touchland page, Meta Ad Library, Nov 10, 2026. “About 260” is Meta’s estimate. The first 50 returned were all created on Nov 10, 2026; 14 of their headlines are about gifts.
How a collab ad is built.
- 1The brand pageNo creator handle; the character is the face.
- 2Two news itemsA new scent, Cotton Candy, and a new collectible case.
- 3Worn, not heldThe case hangs from a bag, the way fans carry it.
- 4Collab as the call to action“Kuromi™ x Touchland Set, Shop the New Collab.”
Our wireframe, built from ad 1446570617687431 in the Meta Ad Library, Nov 10, 2026. Not a copy of the ad.
Short, loud, collectible.
“Personal care usually sells through fear. Our goal is to do the opposite…”
“It would be awesome to be everywhere, but it’s important to start in one market and execute.”
Read it with three caveats.
- Licenses cost money and time. Disney, Sanrio and Peanuts deals take approvals and minimums a $2M brand may not clear. Start with a brand-to-brand collab.
- “Organic” meant creators, not ads. In 2024 the founder said Touchland never paid anyone to talk about it. By Nov 2026 it ran about 260 Meta ads.
- It is not a Covid story. The founder says supply chains collapsed on them in 2020, and growth ran “triple digits year over year since 2021”.
- What we’d change: one $10 mist is $30 short of free shipping. We’d test a four-pack as the default and see if order value rises without losing buyers.
Six moves for a $1M–$10M brand.
- Plan content by month around one product, scent or color. Creative
- Gift product to small creators in your niche every month. Creator seeding
- Test a collab or limited creative against your evergreen ad on cold audiences. Hook rate
- Sell an accessory that holds your consumable. Raise AOV
- Set free shipping at a bundle size and make that bundle easy to pick. Conversion
- Check the margin on a $10 product before you pay for traffic. Contribution margin calculator
Where every number comes from.
- Church & Dwight, “Church & Dwight to Acquire the Touchland Brand for $700 million Plus Earn-out,” press release, May 12, 2025. investor.churchdwight.com
- Jared Lindzon, “Touchland,” TIME100 Most Influential Companies 2025, TIME, Jun 26, 2025. time.com
- Emma Sandler, “How Touchland uses social media to make hand sanitizer a sell-out moment,” Glossy, Aug 17, 2023. glossy.co
- Kim Kavin, “She Wanted to Make Hand Sanitizer Sexy, Long Before the Pandemic,” Entrepreneur, Nov 12, 2024. entrepreneur.com
- Touchland, Berry Bliss product page, Special Edition collection and homepage, viewed Nov 10, 2026. touchland.com/products/berry-bliss-power-mist
- Meta Ad Library, active US ads for the touchland page, viewed Nov 10, 2026. facebook.com/ads/library
- Touchland, official YouTube channel (@Touchland), videos dated Jun 13, 2023 to Nov 7, 2024. youtube.com/@Touchland
